Purpose Drawing on B2B Relationship Marketing and management theory, this research seeks to better understand customer-perceived value in B2B contexts, specifically what customers expect from their relationships with suppliers. The study therefore aims to explore the customer’s perspective of...

Purpose This study explores the success and failure of two similar small software technology firms from a marketing perspective, where there is a paucity of research. Using a dyadic approach, this research compares the degree of customer orientation and innovativeness exhibited in both firms by...

Research to date has not systematically examined the role and relative impact of individual-level cultural orientations. The literature offers no dominant approach as to the nature (direct, moderating or both) of individual-level cultural orientations. Thus, examination and comparison of the...

Purpose The aim of this article is to develop an understanding of marketing and customer relationships in software SMEs using a mixed methods approach.Design/Methodology/Approach The methodology combined qualitative research methods along with quantitative Adaptive Conjoint Analysis (ACA)....